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Make Ours Marvel

9781477312490: Hardback
Release Date: 20th June 2017

9781477312506: Paperback
Release Date: 20th June 2017

Dimensions: 152 x 229

Number of Pages: 364

Series World Comics and Graphic Nonfiction Series

University of Texas Press

Make Ours Marvel

Media Convergence and a Comics Universe

Edited by
Matt Yockey

Hardback / £74.00
Paperback / £24.99

The creation of the Fantastic Four effectively launched the Marvel Comics brand in 1961. Within ten years, the introduction (or reintroduction) of characters such as Spider-Man, the Hulk, Iron Man, Captain America, and the X-Men catapulted Marvel past its primary rival, DC Comics, for domination of the comic book market. Since the 2000s, the company's iconic characters have leaped from page to screens with the creation of the Marvel Cinematic Universe, which includes everything from live-action film franchises of Iron Man and the Avengers to television and streaming media, including the critically acclaimed Netflix series Daredevil and Jessica Jones. Marvel, now owned by Disney, has clearly found the key to transmedia success.

Make Ours Marvel traces the rise of the Marvel brand and its transformation into a transmedia empire over the past fifty years. A dozen original essays range across topics such as how Marvel expanded the notion of an all-star team book with The Avengers, which provided a roadmap for the later films, to the company's attempts to create lasting female characters and readerships, to its regular endeavors to reinvigorate its brand while still maintaining the stability that fans crave. Demonstrating that the secret to Marvel's success comes from adeptly crossing media boundaries while inviting its audience to participate in creating Marvel's narrative universe, this book shows why the company and its characters will continue to influence storytelling and transmedia empire building for the foreseeable future.

  • Acknowledgments
  • Introduction. Excelsior! Or, Everything That Rises Must Converge, by Matt Yockey
  • Chapter 1. Reforming the “Justice” System: Marvel’s Avengers and the Transformation of the All-Star Team Book, by Mark Minett and Bradley Schauer
  • Chapter 2. Man Without Fear: David Mack, Daredevil, and the “Bounds of Difference” in Superhero Comics, by Henry Jenkins
  • Chapter 3. “This Female Fights Back!”: A Feminist History of Marvel Comics, by Anna F. Peppard
  • Chapter 4. “Share Your Universe”: Generation, Gender, and the Future of Marvel Publishing, by Derek Johnson
  • Chapter 5. Breaking Brand: From NuMarvel to MarvelNOW! Marvel Comics in the Age of Media Convergence, by Deron Overpeck
  • Chapter 6. Marvel and the Form of Motion Comics, by Darren Wershler and Kalervo A. Sinervo
  • Chapter 7. Transmedia Storytelling in the “Marvel Cinematic Universe” and the Logics of Convergence-Era Popular Seriality, by Felix Brinker
  • Chapter 8. The Marvel One-Shots and Transmedia Storytelling, by Michael Graves
  • Chapter 9. Spinning Webs: Constructing Authors, Genre, and Fans in the Spider-Man Film Franchise, by James N. Gilmore
  • Chapter 10. Playing Peter Parker: Spider-Man and Superhero Film Performance, by Aaron Taylor
  • Chapter 11. Spotting Stan: The Fun and Function of Stan Lee’s Cameos in the Marvel Universe(s), by Dru Jeffries
  • Chapter 12. Schrödinger’s Cape: The Quantum Seriality of the Marvel Multiverse, by William Proctor
  • Notes on Contributors
  • Index

Matt Yockey is an associate professor of film and media studies at the University of Toledo. He is the author of Batman, a volume in the TV Milestones Series.